Tili Beauty Box

Brand identity design for Tili — Try it, love it, a beauty box concept focused on product discovery and customer experience. I created a bespoke logotype using hand-drawn calligraphy, bringing a crafted, personal quality to the brand’s name and tone of voice.

This extended into the packaging system, where I designed a distinctive box experience aimed at feeling expressive, approachable, and premium at shelf level. The project was well received by both customers and the business, and went on to win Best Retail Innovation at the Pure Beauty Awards in 2017.

Following its success in the UK, the concept was rolled out internationally across key US and European markets, scaling into a high-performing retail offering that generated millions in revenue through sustained subscription growth and retail distribution.